Wijaya, Setia Adi (2026) Pengaruh Electronic Word of Mouth (E-WOM) dan Influencer Terhadap Minat Beli Face Wash Kahf di Kota Kediri. Skripsi thesis, Universitas Kadiri.
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Abstract
This study aims to analyze the influence of Electronic Word of Mouth (e-wom) and influencers on purchasing interest in Kahf Face Wash products in Kediri City. The study used a quantitative approach with a survey method. The sampling technique used non-probability sampling through purposive sampling with the criteria of male respondents aged 17–35 years who live in Kediri City and know or have an interest in Kahf Face Wash products. The number of samples used was 100 respondents. Data were analyzed using the Partial Least Square–Structural Equation Modeling (PLS-SEM) method with the help of SmartPLS software. The results showed that Electronic Word of Mouth (e-wom) had a positive and significant effect on purchasing interest with an original sample value of 0.176, a T-statistic of 2.176, and a P-value of 0.030. In addition, influencers also have a positive and significant effect on purchase intention with an original sample value of 0.657, a T-statistic of 9.241, and a P-value of 0.000. These findings indicate that the influence of influencers on purchase intention is stronger than Electronic Word of Mouth (e-wom). The conclusion of this study is that Electronic Word of Mouth (e-wom) and influencers are proven to be able to increase consumer purchase intention for Kahf Face Wash products in Kediri City, with influencers being the factor that provides the most dominant influence. The results of this study are expected to be a consideration for companies in developing more effective digital marketing strategies. Keywords: electronic word of mouth, influencers, purchase intention
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ekonomi & Bisnis > Prodi Manajemen S1 |
| Depositing User: | Unnamed user with email rio.mahardiko@gmail.com |
| Date Deposited: | 19 Sep 2026 03:29 |
| Last Modified: | 19 Sep 2026 03:29 |
| URI: | http://repository.unik-kediri.ac.id/id/eprint/1232 |
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